Episode Details

The Japanese company Bio Kagaku has developed Kuma Ichimokusann, a domestic bear repellent spray specifically designed for intuitive use by elderly users during emergencies.

Unlike complex foreign models, this product utilizes a familiar nozzle system and a specialized holster that automatically removes the safety cap upon withdrawal. The design prioritizes high visibility with a vibrant pink color and ensures reliability through a ten-meter spray range and a ten-second discharge duration. To encourage preparedness, the manufacturer offers an affordable practice canister so users can master the device before facing a real threat. By focusing on a specific target demographic, the developers shifted their focus from mere technical specifications to the entire user experience of surviving a bear encounter.

This marketing approach highlights the importance of defining customer value based on whether a person can realistically operate a life-saving tool under extreme stress.